Weight of ROBs
According to the Spanish EAE Business School’s study, “State of distribution brands after the economic crisis” (May 2018), ROBs are a phenomenon with special implantation in Europe, where they already hold a 31.4% share of the FMCG market, compared to 17.7% in North America, 8.3% in Latin America and 4.2% in Asia-Pacific.
Within Europe, Spain is a very pro-ROBs country with a 37.9% market share. According to the latest available data (2015), their market share in units has decreased somewhat in 2014-2015, (-0.7 points) due to the increase in the price of the MDD of Spain higher than the increase in the price of the manufacturer brands. As for the percentage of the total assortment that the MDD represents is 37.9% with a slight fall of 0.3 points. Figures that contrast with the European average that has a percentage of assortment of MDD of 26.7% and a fall of 0.6 points. In Spain, the MDD has a greater presence and resists better against the manufacturer’s brand.